Social Media presentation by Adam Gray at CIM Digital Marketing Bootcamp, 14 September UH Hatfield

1. CIM Digital Marketing
Bootcamp
Social Media
Thursday, 27 September 12

2. You’re all marketers...
© Adam Gray Social Media 2012 - www.GrayUK.com
Thursday, 27 September 12

3. you believe in SM
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Thursday, 27 September 12

4. Why?
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Thursday, 27 September 12

5. Why Social Media?
LinkedIn Twitter
Facebook
1000
750
500
250
0
7/2008 1/2009 7/2009 1/2010 7/2010 1/2011 7/1011 1/2012 7/2012
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6. 2026 = human beings!
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7. Why?
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8. © Adam Gray Social Media 2012 - www.GrayUK.com
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9. Reality check
1. China - 1.35 bn
2. India - 1.2 bn
3. Facebook - 965m
4. YouTube - 600m
5. Twitter - 500m
6. America - 315m
7. Indonesia - 237m
8. Brazil - 193m
9. Pakistan - 180m
10. LinkedIn - 175m
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Thursday, 27 September 12

10. Social Networks
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11. • Club Penguin
• Amazon
• Moshimonsters
• Ebay
• Pottermore
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12. So what?
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13. Why do it?
SEO
PPC
WWW
Social
Advertising
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14. MUST
SHOULD
COULD
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15. MUST
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16. Passive social
presence
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17. 1. being found by searches
2. letting people connect as they want
3. social leverage
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18. 1. being found
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19. MUST
• be there
• 100% complete information
you
• write like you care
• regular updates
• appropriate links
• imagery
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Thursday, 27 September 12

20. What do you do?
• Google Keyword Tool
• identify what people search for
• competition
• what can your business produce
• who do you want to talk to
© Adam Gray Social Media 2012 - www.GrayUK.com
Thursday, 27 September 12

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22. © Adam Gray Social Media 2012 - www.GrayUK.com
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23. 2. connect as
others want
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24. LinkedIn
Facebook
Twitter
Google+
YouTube
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Thursday, 27 September 12

25. LinkedIn Pinterest Eventbrite
Facebook Klip Vimeo
Twitter 4Square Slideshare
YouTube Flickr Latitude
G+ Picassa Endomondo
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Thursday, 27 September 12

26. 3. Social Leverage
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27. this is THE MOST
important element
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28. friends of
you friends
friends
130
16,900
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29. 500 connections
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30. 250,000
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31. © Adam Gray Social Media 2012 - www.GrayUK.com
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32. © Adam Gray Social Media 2012 - www.GrayUK.com
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33. SHOULD
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34. You have a
“passive social
presence”
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Thursday, 27 September 12

35. 1. interact with people
2. regular conversations
3. make sure you listen as well as talk
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Thursday, 27 September 12

36. 1. interact with people
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37. him
you me
her
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38. Build your own...
...why re-invent the wheel?
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Thursday, 27 September 12

39. • join groups
• listen
• comment
• share
• discuss
• help
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41. la la la-la la
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43. 2. regular conversations
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48. 3. make sure you listen as well as talk
© Adam Gray Social Media 2012 - www.GrayUK.com
Thursday, 27 September 12

49. listen to what
people are saying
about
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50. • you
• your brand
• your industry
• your competitors
• opportunities
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51. • Google Alerts
• Tweetdeck/Hootsuite
• Twittersearch
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52. COULD
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53. luck
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54. • measure
• monitor
• understand
• keep moving the baseline
• overall digital strategy
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Thursday, 27 September 12

55. measure the results
of your actions
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Thursday, 27 September 12

56. • Sprout Social • Radian6
• Hootsuite • Trackur • Meltwater
• 20 Feet • Beevolve • Brandwatch
• Tweetdeck • Netvibes • Lithium Insights
• Google • Alterian
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Thursday, 27 September 12

57. © Adam Gray Social Media 2012 - www.GrayUK.com
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58. Why would you do
all of this
measurement?
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59. • Not worshipping false gods!
• Improving performance
• Calculating ROI
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60. followers = listeners
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61. • ROI
• followers
• retweets
• comments
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62. ROI = £
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63. (A/B) x C x D
ROI =
ExF
A = many hits on your website do you need to generate each new client.
B = many tweets/updates you need to send to each follower on average to generate one hit on your website
C = many followers/connections you have
D = average value of a customer over whatever time period you want to measure ROI
E = cost per hour of your marketing function
F = average time taken to produce a tweet/update expressed as a fraction of an hour
© Adam Gray Social Media 2012 - www.GrayUK.com
Thursday, 27 September 12

64. Social Media is...
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65. a chance to innovate
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66. Success comes from
leading, not
following
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67. • Levi’s ‘friendstore’
• BlendTec “Will it Blend?”
• Smirnoff Nightlife Exchange
• Old Spice man vs Fabio
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Thursday, 27 September 12

68. But everyone gets...
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69. • market insight
• leverage relationships
• visibility in a global/local market
• realtime measurement
• accountability
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Thursday, 27 September 12

70. luck
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Thursday, 27 September 12

71. Questions?
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Thursday, 27 September 12

72. Adam Gray
adam@grayuk.com
07779 572122
© Adam Gray Social Media 2012 - www.GrayUK.com
Thursday, 27 September 12